![](https://rk.rikadigital.co.uk/images/New%20Case%20Studies/Finova/finova-logo-white.svg)# How Rika's adaptive multi-channel campaign strategy drove high-intent marketing leads for Finova in an ultra-competitive fintech market.

Vertical

- [Financial Services](https://rk.rikadigital.co.uk/what-we-do#fintech)

Client

- [Finova](https://rk.rikadigital.co.uk/what-we-do#Finova)

Capabilities

- [Advertising](https://rk.rikadigital.co.uk/what-we-do#advertising)
- [Media Buying](https://rk.rikadigital.co.uk/what-we-do#media-buying)

- [Strategy](https://rk.rikadigital.co.uk/what-we-do#strategy)

##  Rika partnered with Finova to build a comprehensive sales pipeline across three distinct fintech products serving different financial services audiences. Through systematic test-and-learn campaigns leveraging strategic optimisation and real-time data-driven pivots, we exceeded ambitious lead targets by 34%, demonstrating that adaptive campaign management consistently delivers greater results over ‘set and forget’ or automated approaches.

###  The Business challenge

Generate high-quality Marketing Qualified Leads across broker, lending and savings products while demonstrating which channels drive the highest-value opportunities for each audience segment and building sustainable acquisition playbooks to guide future campaigns.

 [![](https://rk.rikadigital.co.uk/images/New%20Case%20Studies/Finova/hero-finova.jpg)](https://rk.rikadigital.co.uk/images/New%20Case%20Studies/Finova/hero-finova.jpg)

###  Objectives

Finova is a leading mortgage and savings technology provider serving the UK financial services market through innovative digital solutions including core banking systems, savings platforms, and broker CRM tools. The business faced a sophisticated go-to-market challenge requiring qualified lead generation across three distinct products, each serving different audiences within financial services:

- **Multi-product complexity.**  The Broker CRM needed broad reach to mortgage brokers focused on operational efficiency and automation benefits. Meanwhile, their enterprise-class products required surgical targeting of senior decision-makers at banks and building societies who engage in complex, risk-conscious procurement processes.
- **Diverse audience requirements.**  High-volume, transaction-focused brokers requiring efficiency messaging versus high-value, C-Suite executives with extended consideration cycles demanded fundamentally different value propositions and conversion pathways.
- **Competitive market penetration.**  Senior financial services professionals are inundated with technology pitches, so obtaining their attention requiring tactics that would cut-through, could prove relevance and drive engagement in a crowded fintech landscape.
- **Nuanced targeting approach.**  Each product required unique messaging, targeting strategies, and conversion pathways while maintaining consistent brand positioning across Finova's expanding technology portfolio.

 [ ![](https://rk.rikadigital.co.uk/media/yootheme/cache/04/cover-finova-0482d7d3.jpg) ](https://rk.rikadigital.co.uk/media/yootheme/cache/40/cover-finova-40495f41.jpg)

 [![](https://rk.rikadigital.co.uk/images/New%20Case%20Studies/Finova/hero-finova.jpg)](https://rk.rikadigital.co.uk/images/New%20Case%20Studies/Finova/hero-finova.jpg)

###  Insights

Rika identified three strategic insights that shaped the campaign approach:

- **Value-led content, such as industry reports, could capture leads directly on LinkedIn.**
- **A multi-channel approach would reach audiences across the funnel, with LinkedIn driving awareness and Google Ads capturing high-intent conversions.**
- **Audience-specific messaging was essential, as brokers responded to efficiency and workflow benefits, while enterprise audiences engaged with speed-to-market and risk mitigation themes.**

###  Approach

Rika implemented a comprehensive three-phased test-and-learn strategy specifically designed for complex fintech B2B lead generation:

**Initial testing and benchmarking.**  Established performance benchmarks across LinkedIn and Google Ads using distinct targeting strategies including broad job title targeting for brokers and account-based marketing for pre-identified lenders. Creative testing included single image ads, carousels, and document ads on LinkedIn, with branded, competitor, and general awareness campaigns on Google Ads.

**Data-driven optimisation.**  Strategically reallocated budget based on real performance signals, shifting investment between channels as insights emerged. Pivots toward content-led formats delivered strong engagement and lead capture performance.

**Scaling and refinement.**
Built on high-performing tactics while continuing to optimise creative, messaging, and bidding strategies. Creative refreshes reinvigorated engagement rates, while competitor keyword targeting proved effective for enterprise audiences. Trade publication partnerships created a credibility halo across campaign channels.

###  Deliverables

- **Multi-channel campaign management across LinkedIn and Google Ads with audience-specific targeting, messaging frameworks, and optimised bidding strategies aligned to each product’s value proposition and buyer journey.**
- **Integration of high-value industry reports to serve as primary lead magnets via LinkedIn’s native lead-gen forms.**
- **Creative development across multiple formats, including single image ads, carousel creatives, and document ads, with visual and messaging approaches tailored to each audience.**
- **Strategic partnerships with leading financial services publications to reinforce credibility through advertorial content, display advertising, and newsletter placements.**

###  The Outcome

The campaign succeeded by treating optimisation as a core competency rather than reactive measure, systematically testing and adapting based on real performance data rather than guesswork or assumptions:

#### Target over-achievement.

Lead generation surpassed ambitious targets through strategic optimisation rather than increased spend.

#### Exceptional audience penetration.

High reach across broker and lender audiences on LinkedIn helped strengthen recognition and engagement across the funnel.

#### Strong content performance.

Industry-led content consistently outperformed other formats and became the primary driver of qualified lead capture.

#### High-intent conversions.

Google Ads delivered strong demo volumes from high-intent search activity, demonstrating the effectiveness of bottom-funnel acquisition tactics

#### Strong trade press engagement.

Newsletter and display placements supported credibility and reinforced campaign messaging.

#### Cost-efficient delivery.

CPCs remained below industry benchmarks across channels, while engagement outperformed expected performance levels.

By establishing sustainable playbooks for each product and validating content-led strategies that inform future campaigns, Rika demonstrated that adaptive, data-led optimisation consistently delivers better results in competitive fintech markets.

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